An Ultimate Guide to Personal Injury Lawyer Marketing

The personal injury niche is one of the most competitive areas of legal practice. A report by IBISWorld indicates that the personal injury industry’s market size will be $55.8 billion in 2023 up from $38.4 billion in 2021.

The data also shows that the personal injury industry market size has increased faster than other industries over the past five years.

What does this mean for personal injury lawyers and attorneys? Increased competition for clients.

To penetrate the market and lead the pack, you’ll need to come up with foolproof marketing strategies for your personal injury law firm. And we are not referring to traditional advertising methods like roadside billboards and marketing yourself on benches and bus stops or at the local courthouse.

While these methods might work, don’t you want to target and attract the right audience? Don’t you want to attract new clients, and boost lead generation and your overall profits?

That’s what personal injury lawyer marketing will do. Here are the best personal injury lawyer marketing strategies to try. But first, let’s look at what personal injury lawyer marketing means.

What Does a Personal Injury Lawyer Marketing Mean?

Personal injury lawyer marketing refers to the efforts taken by personal injury lawyers and firms to promote their services and attract new clients. This can include advertising, networking, and building an online presence through a website and social media.

The goal of personal injury lawyer marketing is to increase visibility for the law firm and beat your competitors. It will also help you reach more potential clients who may need legal representation for a personal injury claim.

One thing to keep in mind is that the marketing landscape has evolved, and you need to stay competitive and adopt the right digital marketing tactics.

Best Strategies for Personal Injury Lawyer Marketing

As a personal injury lawyer, there are several marketing tactics that can drive the success of your business. But before you start, there are two things you need to do. These are:

• Identify your target audience. What makes a potential client “ideal” for your company? Is it economic status, geography, career path, or injury types? 
• Identify what sets your law firm apart. Why would your target clients choose you over your competitors?

With that out of the way, you can create a marketing strategy that lays down how you plan to establish yourself in the market. Here are some of the strategies you might consider:

Build your online presence

In a study by iLawyerMarketing, 78 percent of people said they’d spend a day or more researching online before contacting a lawyer. That’s why your online presence matters a great deal. So, on top of the marketing strategies that work for you right now, you need to allocate a significant portion of your marketing budget to digital marketing.

For starters, you must create a professional and user-friendly website that provides potential clients with useful information about the firm and its services. The website should include a blog that offers tips and advice on personal injury law and how to navigate the claims process.

When building your website, make sure:

• It’s easy to navigate. Users don’t like it when they can’t find information fast.
• It loads faster. Users hate it when they have to wait up to 10 seconds for a website to load, and will leave and visit your competitor’s website that loads faster.
• It’s responsive, interactive, and functional. Your website should work well across all devices, and be particularly optimized for mobile.
• The content is easily readable. Users come looking for information, and if it’s not easy to read, they won’t stick around.
• It’s optimized for SEO. You want your website to rank on the first page of search engines for specific keywords.

A strong online presence can also be achieved by building a presence on social media platforms, such as Facebook, Twitter, and LinkedIn.

Focus on SEO for your personal injury practice

Personal injury SEO is a crucial marketing strategy that will help you reach the right clients. Your target should be to rank higher than the competition on the search engine results pages (SERPs) and hence generate the most click-throughs and traffic. In turn, you’ll get a greater number of conversions and increased profits.

When starting out, it might seem hopeless to compete with the big sharks. But you don’t have to, at least not now. Start by finding a niche within personal injury law and focus your energy and efforts there.

While you may not be able to get a voice across every practice area, focusing on one area and optimizing your site for specific keywords can help you gain market share.

Fortunately, there are great tools that can help you find low-competition keywords that most people are searching for and maximize your chances of ranking on search engines results pages. These include:

• Ahrefs – the best out there.
• Google Keyword Planner.
• Keywords Everywhere.

Focus on Local SEO

While creating optimized content and optimizing your website for SEO is an effective strategy to attract new clients, you should focus on local SEO. You will be competing with personal injury lawyers nearby, and local SEO is what will get you on top of the pack.

To take control of your local SEO presence, you must create and optimize your Google My Business profile for your location. Here’s how to proceed:

• Set up your business NAP (name, address, and phone number)
• Add visuals and posts
• Answer questions about your personal law practice
• List the locations your firm covers
• Collect and respond to clients’ online reviews

More importantly, be sure to create local website pages. For instance, if you’ve set up shop in Atlanta, you can optimize your homepage for the phrase “personal injury lawyer Atlanta.” In addition, create high-quality local content to establish your topical expertise related to specific practice areas of your primary business location.

Link existing marketing efforts with personal injury SEO

By now, you probably do lots of networking – attending legal conferences, joining local bar associations, donating to charities, and partnering with other businesses for webinars, to mention a few.

But have you considered integrating these local marketing and PR efforts with your personal injury SEO? They can be effective ways to get backlinks, strengthen your brand and boost your growth.

Digital advertising

Another strategy for personal injury lawyer marketing is to use online advertising to reach potential clients. Once your website is up and running, you’ll need to attract traffic. Organic traffic can take time (up to 12 months) or even more in a competitive market. 

The good news is that you can leverage personal injury advertising and get traffic faster. A good place to start is using Google Ad campaigns, one of the most sustainable and profitable tools for personal injury lawyers. However, for it to work, you’ll need to allocate a dedicated budget and have a good team managing your campaign.

Social media is another popular ad type you can take advantage of. Facebook Ads, in particular, can bring in good results, especially when restricted to users who meet your specific demographics. Other networks worth considering running paid ads on include Instagram and LinkedIn.

Don’t forget Facebook retargeting

Speaking of Facebook, it’s one of the leading social media sites where people spend most of their time. A Pew Research survey shows that 68 percent of all U.S. adults (aka, your customers) use Facebook.

In other words, once someone leaves your website, chances are they are likely headed for Facebook. The point being you can’t ignore Facebook advertising. You want to be where your potential client is, to remind them of your firm and services.

Another point to consider is that consumers shop around, click a few ads, and investigate several websites, including reading reviews, before making final purchase decisions. That’s why it’s essential to stay ahead of your target audience.

And that’s where Facebook retargeting comes into play.

Retargeting will help you land leads that already visited your website, which means they are interested in or looking for your services. Remember, the click-through rate on Facebook ads can be as much as double compared to traditional display ads. This makes it a rich source for finding new leads and converting them to paying clients.

Client Testimonials, Case Results, and Reviews

In the personal injury industry, trust is extremely important, and Google reviews, client testimonials, and case studies are excellent ways to show potential clients how reliable and effective your business really is.

When it comes to reviews, you don’t need to push your clients to leave a review on your site. Just prompt them with a simple reminder of how they can help other people who have been in unfortunate situations like theirs get your stellar services. You can request your clients to share their experiences on Google, a move that can make a world of difference.

But Google isn’t the only place you should be focusing on. Other review sites that clients flock to include Yelp, Avvo, Martindale-Hubbel, and Lawyers.com.

Once you’ve built your reputation via online reviews, don’t stop there. You need to pay attention to reputation management. This is where you monitor and manage your firm’s online reputation by responding to any negative reviews or comments in a professional and timely manner. Let those clients who feel their experience wasn’t great to know you’re willing to do everything to make it right.

Collecting and prominently displaying client testimonials and case results on the law firm’s website and other platforms is also a great way to build your reputation and attract new clients.

Leverage video content to improve the company brand

Videos are great marketing tools, especially when it comes to earning your client’s trust. Videos provide a personal and authentic connection with clients and can be used to answer questions, talk about your practice areas, and share useful information.

Just be sure to optimize your video content with relevant keywords.

Wrapping Up

By implementing these strategies, personal injury lawyers can effectively promote their services and attract new clients. On a final note, it’s important to regularly evaluate and adjust the marketing plan based on the results to maximize the ROI.